Virool, the video adtech platform that provides publishers with a means to monetize video advertising outside of the traditional video player and into the content stream, is analyzing the facial expressions of consumers to measure reactions to specific video ads, explains CEO Alex Debelov, in this interview with Beet.TV

A small group of about 1000 users for different videos provide permission to use their webcam or phone camera to upload their reaction to specific videos.  The analysis of these reactions is used to more effectively target campaigns, says Debelov.

So called  “out-stream” or “in-text” video advertising is a growth area as publishers and brands seek to reach consumers with video advertising outside the standard video player pre-roll position.   Here is a recent story on the sector in the Wall Street Journal.

We spoke with Debolov at Advertising Week in New York.

This segment is part of a Beet.TV series presented by Virool titled “Emotions and the Virality of Videos.” The series can be found here.